Analyse the role of earned media in social media marketing….

• start with why i choose this topic
• why it is academically relevant
• discuss case study /2nd methodology
• Tuten & Solomon (2018) explain how social media marketing depends on relational dynamics between creators and audiences; influencers act as intermediaries who can amplify brand messages because they hold audience trust.
• Kreutzer (2018) highlights platform logics, attention economies, and the need for authenticity in paid/earned/owned strategies; authenticity increases shareability and engagement.

Please also use other references if needed